Circana reports 14% surge in global toy sales for H1 2026

Global toy sales have experienced significant growth, with value sales increasing by 14% in the first half of 2026 compared to the same period in 2025. Overall, tracked markets grew by 9.5% in the 12 months ending in June 2026.

Growth drivers vary significantly by region. In North America, licensed entertainment properties, collectible card games, and major franchises are the primary drivers of consumer spending. In Latin America, the market is emerging as a highly dynamic region, outpacing growth in Europe. Key categories in Latin America include dolls, trading card games, and mini vehicles.

To better capture these shifting dynamics, Circana has expanded its retail tracking coverage in Latin America to include Chile and Peru.